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From: Jared Hamilton
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Brian Pasch

Brian Pasch CEO

Exclusive Blog Posts

The Recruiter: Episode 4- People Use Google to Find Jobs

The Recruiter: Episode 4- People Use Google to Find Jobs

How to title your help wanted ad so it gets found on the internet. Please use Google in their job search. Use what people call themselves on their resu…

* The Recruiter* Episode 3 Law of Diminishing Return

* The Recruiter* Episode 3 Law of Diminishing Return

When do you hire and how many? what are you basing your decision on? Don't decide by how many desks you have or that's what you normally run with. …

Lenders must lend or drivers won't drive

Lenders must lend or drivers won't drive

In my opinion, sub prime customers are being considered more risky by the lenders that once targeted them. Even traditional co-signers are proving not to b…

4 Reasons to Improve CRM Utilization in 2017

4 Reasons to Improve CRM Utilization in 2017

Yes, dealers are creating a tremendous amount of data. The problem is, most of it is junk. Data is like this 1958 Tops Baseball Card complete set. You have…

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Your Car Repair Shop Should Appeal To Parents Whether It is At a Dealership or Privately Owned

Running an auto repair means that you have to take care of all kinds of details including scheduling, discipline, and customer service. Giving a customer t…

You Are The Only Person Seeing The Pink Shorts

By Brian Pasch pink-shorts-600.fw

Danny Sullivan addressed the 2013 DrivingSales Executive Summit today, and the crowd was glued to his insights into Google search and the latest digital strategies for car dealers.  There were many points that resonated with the audience, just check the Twitter feed for #DSES2013.  Of course, the Hummingbird update was discussed.

To download a copy of Danny's presentation, using this link: 

One point that I wanted to share with the DrivingSales community that could not attend was that there is no longer a standardized Google Search Engine Results Page (SERP). Every search that Google presents is customized based on relationships it establishes directly or indirectly about the consumer conducting the search.

This creates an interesting dilemna for SEO and Digital Marketing vendors, because what their dealer clients "see" locally can be very different from what the vendor sees from their corporate offices.  

Social Signals and Semantic Web

This observation is very important when you consider the factors that impact personalization and how much social media engagement will define future search Google results.  Dealers who have avoided investments in Google+, Facebook, Twitter, and customized website content need to wake up and smell the coffee.

The semantic web will require dealership websites to evolve, and dealers who educate themselves on this change will be first to market with better search results.  Websites must adapt to include machine-readable metadata about pages and how they are related to each other, enabling automated agents to access the Web more intelligently and perform tasks on behalf of users.

Change Is Constant

What is the takeway?  Google will adapt search results to meet the specific known and implied needs of the consumer.  Dealers who realize that Google is using social signals, Google+ Local, and other digital sources to serve up relevant content will diversify their marketing investments. 

If a Dealer Principal or General Manager is not personally using Facebook or Google+ that is their choice.  However, they cannot allow their personal choices to impact their marketing investments for the dealership.

Brian

Brian Pasch, CEO
PCG Consulting
732.672.2356
Google

Chris K Leslie
Very subtle. I like it. Bye Bye vendors.

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